International development, peacebuilding, and humanitarian organizations and other practitioners are increasingly using media campaigns as part of their programming. Media campaigns are powerful tools for spreading information, raising awareness, and disseminating messages related to peace and conflict resolution. In conflict-affected regions, access to accurate and timely information is often limited, making media campaigns a valuable means of reaching diverse audiences. Yet, how gender mainstreaming and conflict sensitivity can be implemented in media campaigns has not yet been sufficiently documented and illustrated around the world. There is a pressing need for practical, real-world case studies and best practices to guide organizations in their efforts.
With this in mind, Search for Common Ground’s (Search) Kyrgyzstan team developed this brief case study to share their best practices in implementing conflict- and gender-sensitive media campaigns. This case study is based on their experience of running two extensive media campaigns.